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A Sign of Change: Variety Name Removed From 5900 Wilshire

Something is suddenly different about the Miracle Mile building where Los Angeles magazine offices: the VARIETY sign—that large, red beacon that for the past several years has prompted locals to refer to 5900 Wilshire Blvd. as “The Variety Building”—has been removed. No, it’s not being refurbished. The Industry paper’s parent company, Penske Business Media, LLC, has decided to house its media companies at a single location, and thus Variety has ceded its naming rights to the building in advance of their impending move. “In the meantime,” reads a statement sent to tenants by The Ratkovich Company, which owns and operates the building, “we will continue to be known as 5900 Wilshire.”